The major countries of Organization for Economic Cooperation and Development (OECD) have been promoting the Rural Development Policy (RDP) for practical application of valuable resources in rural area since 1990. They have been trying to change the policies for their agricultural industry, which promotes an intensive agriculture, an endogenous rural development, which promotes the Rural Development Policy (RDP), after the Doha Development Agenda (DDA) and the Free Trade Agreement (FTA) reinforcement. After the 1960's in Korea, we have been focusing on urban amenity and agriculture productivity. We had strived to do living environments, agricultural infrastructures, and agricultural buildings; therefore, we obtained good results. However, our policies had been inclined too heavily toward beneficial urban type, so that we had not been able to give meticulous care about rural resources, environmental consideration, and organized development. It is required to systematically discover and develop the rural resources for developing the competitive power of rural areas as a basically settlement area. Political interest is increased in the rural development and off-farm income. The rural amenity is presented, as the Rural Development Policy (RDP), in those interpretations for a solution of rural development and off-farm income.

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This study was accomplished to enhance brand value for hanwoo and to develop strategy for brand positioning that move customer's heart.This study in order to achieve the research was carried out as follows: First, the cluster analysis based on demographic characteristics for consumer on the basis of three types segmentation on market was conducted. Market A was consisted of a well-educated, high-income